title: Effective communication during an influenza pandemic: the value of using a crisis and emergency risk communication framework.
abstract: During a crisis, an open and empathetic style of communication that engenders the public's trust is the most effective when officials are attempting to galvanize the population to take a positive action or refrain from a harmful act. Although trust is imperative in a crisis, public suspicions of scientific experts and government are increasing for a variety of reasons, including access to more sources of conflicting information, a reduction in the use of scientific reasoning in decision making, and political infighting. Trust and credibility--which are demonstrated through empathy and caring, competence and expertise, honesty and openness, and dedication and commitment--are essential elements of persuasive communication.
authors.affiliation: Office of Enterprise Communication, Centers for Disease Control and Prevention, Atlanta, Georgia 30333, USA. Bsr0@cdc.gov
authors.forename: Barbara
authors.initials: B
authors.lastname: Reynolds
authors.forename: Sandra
authors.initials: S
authors.lastname: Quinn Crouse
mesh_terms: D003140:Communicable Disease Control / Q000379:methods*; D054626:Consumer Health Information; D004196:Disease Outbreaks / Q000517:prevention & control*; D006293:Health Promotion; D006801:Humans; D007251:Influenza, Human / Q000453:epidemiology / Q000517:prevention & control*; D033181:Information Dissemination; D008402:Mass Media; D035502:Trust; D014481:United States / Q000453:epidemiology